ProFlowers, Shari’s Berries and Personalization Mall Lead in Paid Search Clicks for Mother’s Day
To assess leadership in paid search advertising on Mother’s Day gifts this year, Kantar analyzed U.S. Google desktop product listing ad and text ad clicks on 22 Mother’s Day-related keywords, May 1-7, including ‘mothers day’, ‘mothers day gifts’, ‘mothers day gift ideas’ and ‘gifts for mom’.
Keyword terms such as these are searched primarily by shoppers unsure of what they want to give mom this year, and therefore represent an additional opportunity to drives sales beyond engaging those consumers who simply search for the products they want to buy such as ‘flowers’, ‘chocolate covered strawberries’, ‘gift baskets’ and ‘jewelry’.
Flowers & Food
Within product listing ads, two FTD-owned retailers, ProFlowers and Shari’s Berries, dominated the field during the first seven days in May, together accounting for nearly 44% of all clicks on the 22 Mother’s Day keywords. (FTD itself did not rank in the Top 10 for PLA clicks, but ranked 9th in text ad clicks with a 3.7% click share, while Shari’s Berries ranked 6th in text ad clicks with a 4.7% click share.)
For comparison, rival floral retailer 1 800 Flowers and its fruit and food gift seller, Harry & David, together generated only around 11% of PLA clicks on the Mother’s Day keywords. Harry & David alone ranked in the top 10 for text ad clicks, coming in at #7 with a 4.3% click share.
Promising “iconic foods shipped nationwide”, Goldbelly ranked 10th in text ad clicks with 2.6% click share.
As advancements in technology have made customizing products less expensive, personalized gifts have grown in popularity among consumers. We certainly found this to be true in paid search advertising this Mother’s Day. The clear leader in this category was Bed Bath & Beyond-owned Personalization Mall, which ranked #1 in text ad clicks with a 24.3% click share and #3 in product listing ad clicks with a 10.9% click share.
Promoting itself as “North America’s leading retailer of personalized gifts”, Things Remembered ranked third in text ad clicks with a 6.6% click share.
Three personalized jewelry sellers, Forever My, Jewelr.com and My Name Necklace, also made the top 10 in PLA clicks along with photo personalization retailer Collage.com.
General and Specialty Retailers
Amazon ranked 2nd in text ad clicks with a strong 14.9% click share, while Walmart ranked 4th in text ad clicks with a 6.1% click share. Both retail giants stuck close to their usual messaging on features such as free shipping, while including headlines referencing Mother’s Day and site links to items such as ‘Amazon Home & Kitchen’ and ‘Home Décor & More’ from Walmart.
Specialty advertisers that ranked highly on the Mother’s Day keywords were collectibles seller The Bradford Exchange within PLAs, and personal and home care retailer Crabtree & Evelyn and the DNA genetic testing company 23andMe in text ads.